after the rebrand a communications strategy to tie the messages together 1

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After The Rebrand

A Communications Strategy to Tie the Messages Together

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The New Look• More contemporary• Cleaner• Not your typical accounting firm• Nothing is basic• 3D logo• Die-cut corner• Fold-over business cards• All three offices

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Developing Key Messages• Not everyone agreed• Not every area is included• Some hurt feelings• Addressed others in business plan

objectives• Wrote solid overviews for proposals

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Key Messages• The most experienced real estate practice in the

southeast • Sophisticated personal and commercial

international tax services • Business consulting services for entrepreneurs• Comprehensive wealth preservation and estate-

planning services• Tax, audit and reimbursement services for hospitals,

healthcare providers and physician practices • Hospitality and tourism• Not-for-profits

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Key Messages• A comprehensive approach to income, estate,

financial and business planning

• Nationally recognized real estate, forensic accounting and litigation support practices

• Business consulting, tax compliance and accounting services for high-net-worth individuals, entrepreneurs, and international and domestic companies

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Key Messages for Social Media and The Blue Arrow

• Firm key messages, plus:• A great place to work• A fun, diverse team• Smart people at the top of their

games• Involved in the community• Interesting clients

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Audiences• Prospects• Referral sources• Current clients• Affiliates• Firm members• Lateral targets• Campus recruits• Beneficiary organizations

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Inventory of Consistent Communication Outlets

• Website• The Blue Arrow• Social media• Newsletter• Brochures• Ad books• External media

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WebsiteAudiences• Current clients (Portal)• Prospects• Candidates• Firm members

Messages• Not a typical accounting firm (from look and

feel)• Key practices of real estate, international

(graphics, content)• Smart people with unique skills (profiles,

articles)

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WebsiteSEO• Too expensive to use outside services• Content-driven• Freelancers make it easy for accountants• Repurposing content for multiple platforms• Highlight key practice areas• Include a wide range of topics

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NewsletterAudiences• Clients and prospects• Referral sources

Inherited Biz Actions Contract• Good enough but needed to do better• Editorial calendar – cover all practices• Freelancers• Better readership with bylines• Don’t be too focused (forensics example)• Repurpose content

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The Blue ArrowAudience• Firm members

Redesigned to look cleaner and brighter• Daily Bulletin• Space for ads• Team sites• Promote vision and business plan

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Social MediaAudience:• Laterals and campus recruits• Clients• Referral sources• Firm members

Experimented at first• Facebook• Twitter• LinkedIn • YouTube

Repurpose content from web site and newsletterAsked for an analysis – need fresh eyes

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BrochuresAudience:• Prospects• Clients • Referral sources

Threw away hundreds of old ones• Adopt a unique look• Brochures only for events (ISCS, Forensics sponsorship)• One sheets for services or practice areas• Capabilities overviews for initial meetings

Firm brochure

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Media CoverageConsumer Media Outlets/Trade Publications• Not many outlets• Limited time to pitch• Awards fill in the gaps

Use reprints when you get coverage• Accounting Today international tax story• Best of press releases

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Internal Promotion• Forward newsletter to affiliates, senior managers

and up• Repurpose content - create article reprints for

follow-up efforts• Ask people to follow us on Facebook • Personal LinkedIn reminders when stories hit the

website• Tell them when they are retweeted or tagged• Promote media coverage on The Blue Arrow• Share analytics with directors

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Repurposing Content• Library of useful articles• Publish in a magazine format• Promotes areas of expertise better

than just a list• Ads for key practice areas• “Letter from the editor”• Evergreen

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It’s Not Rocket Science

You just have to think about it all the time.